文章基本信息

标题：Big Data as a Customer Management Relationship Tool
本地全文：下载
作者：Leonardo de Lima Francisco ; Wenderson Fernandes Moura ; Leandro Ricardo Sabino 等
期刊名称：International Journal of Business Administration
印刷版ISSN：1923-4007
电子版ISSN：1923-4015
出版年度：2016
卷号：7
期号：6
页码：91
DOI：10.5430/ijba.v7n6p91
语种：English
出版社：Sciedu Press
摘要：Considering the growth of globalization and the constant technological innovations, fields such as Internet and Social Networks have been brought into relevance – if not into prevalence – with organizations’ attempts of better understanding their customers – having always preserving their business and becoming more competitive to the eye of the market as their main challenges. In this context, the increased data volume and speed naturally demands organizations to develop processes and mechanisms to analyze and interpret data for decision making. The objective of this article – which is based on secondary data research and theoretical comparison among the authors of the themes, analysis of key-concept and case studies – is to introduce the relation between a data compilation tool, named Big Data, and its relations with marketing as a customer relations vehicle, in a quest for adding value to business.
其他摘要：Considering the growth of globalization and the constant technological innovations, fields such as Internet and Social Networks have been brought into relevance – if not into prevalence – with organizations’ attempts of better understanding their customers – having always preserving their business and becoming more competitive to the eye of the market as their main challenges. In this context, the increased data volume and speed naturally demands organizations to develop processes and mechanisms to analyze and interpret data for decision making. The objective of this article – which is based on secondary data research and theoretical comparison among the authors of the themes, analysis of key-concept and case studies – is to introduce the relation between a data compilation tool, named Big Data, and its relations with marketing as a customer relations vehicle, in a quest for adding value to business.